Arvind Mills.pdf

Arvind Mills : World’s Third Largest Denim
Manufacturer

Case Study Reference No. MKS0101P

This case was written by Komal Chopra, ICFAI Business School Research Centre,
Pune. It is intended to be used as the basis for class discussion rather than to illustrate
either effective or ineffective handling of a management situation. This case was
compiled from published sources.

© 2005, ICFAI Business School Case Development Centre
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Arvind Mills : World’s Third Largest Denim Manufacturer

“Differentiated denim continues to hold place of pride in the high fashion segment and is not restricted to
menswear alone. The same trend is in womenswear as well as in garments for the youth”1.

- Rajat Passi, India Marketing Head, Arvind Mills Ltd


Arvind Mills gearing for petition

In 2005, Arvind Mills, a leading textile manufacturer in India was preparing for a new
phase of petition. Arvind was making efforts to move up the value chain
and reposition itself as a garment exporter rather than a fabric exporter. Arvind was also
exploring new global business contracts with well known brands like GAP, Levi’s, etc.
According to unconfirmed sources, talks were also on with other global brands for
contract manufacturing of jeans.

Arvind Mills was setting up production facilities near Bangalore for export-oriented
production of jeans. Initial production capacity was likely to b